Here is a "eulogy" to CBS Radio News:
Here's the hard truth: CBS News Radio didn't die of natural causes. It died of malpractice. A fundamental misunderstanding of its value — and its role in the greater media ecosystem — is what killed it.
barrettmedia.com
The writer has an interesting perspective. He seems to want an integrated system where radio is part of the larger media choices available from a company. In fact what he is talking about existed at the CBS O&Os up until the moment that CBS sold its radio stations. They had an integrated system based at their station websites that combined TV, radio, and online.
It was a pretty good system, but it only applied to the O&O stations, not the national network. So when the radio stations were sold ten years ago, the system was disrupted, and the TV stations and radio stations each became their own things.
I've given some thought to this myself. I wasn't all that impressed with the commentary, which seemed to be another that went along the lines of "those damned beancounters".
I think the roots of the problem go way deeper. NBC and CBS had successful TV networks from the start. ABC was a straggler, and struggling. Radio became a smaller and smaller part of NBC's and CBS's operations. For ABC, radio was where they had some successes, and some true innovation, culminating in the 1968 "split" into four subnetworks. NBC and CBS didn't much feel the need to change in radio. ABC was changing quite a bit.
CBS's big radio innovation was the refinement of all-news radio at most of its O&O stations, also in the late 1960s. (To be fair, NBC tried networked all-news with NIS in the mid-1970s, but their timing was off.) I think what may have happened with CBS Radio was that it gradually shifted emphasis to be a service whose primary customer was the O&O stations. The features fed from the network were designed to fit into a news wheel. Longer-form programs wouldn't fit such a format for the most part. The CBS approach was also fine for full-service stations, but that customer base would start declining in the following decades and is now almost non-existent.
ABC started having some real success with TV in the latter half of the 1970s, but, by then, ABC radio had established a strong track record that it could build upon. It added a couple of subnets, and started the Talknet service. Its O&Os carried an ABC network, but ABC was also free to do business with other stations in a market. This led to new products and services as they had an up-to-date reading of the marketplace and the changes in radio.
One fact about CBS Radio in the 1970s is telling. Its president for most of the decade was Sam Cook Digges. Even with all the management turmoil that the larger CBS corporation was going through as Bill Paley anointed, and then discarded, one potential successor after another, Digges kept his job and retired in 1981. I don't want to diminish Digges by saying this (he was a Mizzou grad, after all) but that fact may also be an indication that radio was far from central to CBS's business success by that time. You could say the same for NBC.
This also doesn't diminish the quality of work done by newspeople at those organizations. CBS and NBC still put out a product with strong journalistic quality and production values. They were class acts. During my time at KTRH, I dealt with CBS newsroom folks quite a bit. It was always a pleasure; they were professional and easy to work with.
There's something that journalists tend to have difficulty with, though: understanding the business imperatives that provide the money that make their endeavors possible. I know that, in my own journalism education, mentions of the business side of broadcasting happened occasionally ... and our department chair, a former CBS News correspondent, tried to provide some sense of realism about it ... but faculty members would usually focus exclusively on the journalism side of broadcasting. To be sure, that was much of their job, and that's what the students were there for, but some of the complexity and nuance of radio (and TV) news was something that would hit their students only after those students graduated and got their first jobs.
A longtime friend owned a station that was a CBS affiliate until 1986. It fit well with the station's beautiful music format. Relations with the network were excellent. But then came the need for a format change to something more contemporary, and CBS didn't fit any more, nor did it have an offering that would. "RadioRadio" (remember that?) came a couple of years later, but, by that time, the course had been set at that station, as at many others.
NBC radio disappered altogether. CBS radio became harder and harder to find, as full-service stations disappeared or morphed into talk outlets. CBS didn't have a talk-oriented offering. CBS hourly news could still fit with those stations, but the advantages of branding with other networks such as ABC or Fox became more important. (Aside: much as I detested Paul Harvey, his commentaries presaged the general lean of AM talk radio to the extreme right and probably still give ABC a perceptual advantage to this very day even if ABC News itself is more straight-ahead.)
There's one fact I can't get over when thinking about what happened to CBS News Radio. I live in the 18th largest radio market in the country. CBS was nowhere to be found, not even from distant signals in the daytime. It may not even have been available anywhere in the state of Colorado. There was once an affiliate in Durango, in the southwest corner, but I don't know what's happened there in recent years. iHeart is very dominant here for news and talk, unfortunately; Salem and Crawford are also in the talk-radio game. They weren't companies likely to run CBS affiliates, preferring more superficial choices. CBS News Radio was a top-notch product. Unfortunately, that wasn't enough. In the overall scheme of things, the amount of savings for CBS by eliminating CBS News Radio will be small. But that's not exactly a justification for keeping it going, either.
It costs money to compete. CBS decided it wasn't worth spending the money.
It also conveniently fit with the ideological project currently underway to put a leash on CBS's journalism, in more ways than the obvious one.